Muscle Music

Agency Network: 
August 2012
Old Spice:  Muscle Music
Old Spice Digital Ad -  Muscle Music


Watch and play here:

"Watch me jam solo, then use the special interactive player to record your own remix. Go ahead, show me what you got!"

Digital advertisement created by Wieden + Kennedy, United States for Old Spice, within the category: Health.

Advertising Agency: Wieden + Kennedy, USA
Log in to post comments
allan080i's picture


Activity Score 121
Creative Director at Jotabequ Grey |

MindDrift's picture

It's outstanding, no doubt. But how does making music with your muscles relate to Old Spice?

Activity Score 1166
Graphic Designer
talkingisfree's picture

When you build a strong world all around your brand as they did. It does not have to relate to the product benefit anymore. That's the great thing. This couldn't be more Old Spice now.

Activity Score 2712
Art Director
sacrilegend's picture

To a certain extent, I agree with this. And yet Coke, arguably the biggest brand in the world, manages incredible work that always ladders into their core idea -- a storyline you could follow from the 50s to now.

The question, I think, is a larger one: In our digital age, does a brand storyline take second chair to user-interaction? This piece of work is certainly going to drive attention, and with that, consideration. It's done its job... so where can we find fault?

Activity Score 3394
Itsmrme's picture

Cool. But why? But cool.

Activity Score 126
Art Director at Chicago Portfolio School
andylefty's picture

As said above, now they're so big, can do this and it's awesome. Old Spice is now anything cool.

Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
mertos's picture


Activity Score 904
Creative Director
kleenex's picture


Activity Score 58793
Web Designer/Developer
Meredith Singh's picture


Meredith Singh
Activity Score 407
Art Director
mmackinven's picture

Flame Sax!!!

Activity Score 1606
Art Director at Freelance |

krautland's picture

thank god we still have wk.

hello ivan, why didn't you post the credits?

Activity Score 3214
Art Director at erm... no calls please.
bate_palmas's picture

He he he I LOVE this!

Doesn't really do anything in particular except for brand building. I say very well done to Old Spice for reviving itself and making its brand so strong that they can do stuff like this now.

Activity Score 1479
Reality Check's picture

The most original, inventive, thrilling viral to be released this year, Old Spice Muscle Music is one of those occasional, astonishing triumphs of imagination that gets you excited about what talented people, pushing themselves and the medium, can accomplish in advertising.

Reality Check
Activity Score 2549
metis's picture

Best thing ever created next to the apache helicopter.

Activity Score 413
cwriter79's picture

You know, I'm just tired of being yelled at by Old Spice. Isaiah was calm, cool and collected and not over the top. Made me actually like the brand. This is just loud for no reason. I almost didn't make it through the video to even get to the interactive part, but hey that's just me I guess.

Activity Score 956
Copywriter at Cargo, LLC.
RooLaw's picture

Here's the thing; it's funny, it's interactive, it will get people sending this everywhere. It might not get people out and buy Old Spice, but the brand has now become synonymous with fun, and that's a good thing. Would love to be let loose on this brand. Love it.

Activity Score 25
Art Director
Featured Content

Latest Collections